Marketing

Introduction to branding and brand marketing, with each chapter written by an expert on the topic.

Introduction to brand marketing strategy from the producer and consumer perspectives.

Consists of chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions.

Contains 270 entries, written in case-study style, that highlight interesting details including how a product originated and was first marketed, how it developed commercially and how it fares today compared with its competitors and its own past history.

Overviews some of the worlds best-known names and analyzes the reasons for their success.

Analyzes branding failures from issues such as problems with ideas, people, culture, rebranding, and more.